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The IMPACT OF RATIONAL, EMOTIONAL, AND SPIRITUAL MOTIVES ON GEN Z'S SKINCARE PURCHASING DECISIONS IN JAMBI CITY

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · pp. 305–310

DOI
10.22437/jbsmr.v8i2.42092
ISSN
2597-6265, 2597-369X
Published
2025-06-30
Publisher
Management Department, Faculty of Economics and Business, Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study aims to analyze the influence of rational, emotional, and spiritual motives on skincare purchasing decisions among Generation Z in Jambi City. A quantitative approach was employed, with a total of 99 respondents selected through a purposive sampling technique. Data were collected using an online questionnaire distributed via Google Forms. The collected data were then processed using SPSS version 21, utilizing multiple linear regression analysis. The findings indicate that rational motives have a positive and significant impact on purchasing decisions. Additionally, emotional and spiritual motives also significantly influence skincare purchasing decisions. Furthermore, the simultaneous test results confirm that rational, emotional, and spiritual motives collectively have a significant effect on the skincare purchasing decisions of Generation Z in Jambi City.

Keywords

Collaboration network of the authors

40 authors · 113 co-authorship links · showing the 40 most connected

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  • Universitas Jambi
  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
Tona Aurora LubisAffiliation unknown9
Johannes JohannesAffiliation unknown6
Sry RositaAffiliation unknown4
Lilis SuryaniAffiliation unknown3
Agus SolikhinAffiliation unknown2
Anggia Agustini SaputriAffiliation unknown2
Hanan Laras SabrinaAffiliation unknown2
Yenny YuniartiAffiliation unknown2
Novita SariAffiliation unknown2
Andang FazriAffiliation unknown2
Dian Mala Fithriani AiraAffiliation unknown2
Dara SoniaAffiliation unknown2
Zulfina AdrianiAffiliation unknown2
Ade OctaviaAffiliation unknown2
Wiwik HandayaniAffiliation unknown1
Wahyudan Iswara PradityaAffiliation unknown1
Ratih KusumastutiAffiliation unknown1
Asrini AsriniAffiliation unknown1
Ida Ketut MudhitaAffiliation unknown1
Muhammad IrsyadAffiliation unknown1
Feny TialonawarmiAffiliation unknown1
Husni HasbullahAffiliation unknown1
Daniel ArsaUniversitas Jambi1
Dedy SetiawanAffiliation unknown1
Dahmiri DahmiriAffiliation unknown1
Lucky Enggrani FitriAffiliation unknown1
RAJA SARAH FATRICIAAffiliation unknown1
Nabila Aufa NadyaAffiliation unknown1
WAWAN NOVIANTOAffiliation unknown1
Sri RahayuHasanuddin University1
Amri AmirAffiliation unknown1
RIKA LIDYAHAffiliation unknown1
YULHASMIDA YULHASMIDAAffiliation unknown1
Lidya Pusparina SiraitAffiliation unknown1
Ade Titi NifitaAffiliation unknown1
Alya Ananda RielAffiliation unknown1
Shelli SafitriAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The IMPACT OF RATIONAL, EMOTIONAL, AND SPIRITUAL MOTIVES ON GEN Z'S SKINCARE PURCHASING DECISIONS IN JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Tassya, Tassya Fitri Ramadhani</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Musnaini, Musnaini</dc:creator>
	<dc:subject xml:lang="en">Rational Motive</dc:subject>
	<dc:subject xml:lang="en">Emotional Motive</dc:subject>
	<dc:subject xml:lang="en">Spritual</dc:subject>
	<dc:subject xml:lang="en">Purchase Decision</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of rational, emotional, and spiritual motives on skincare purchasing decisions among Generation Z in Jambi City. A quantitative approach was employed, with a total of 99 respondents selected through a purposive sampling technique. Data were collected using an online questionnaire distributed via Google Forms. The collected data were then processed using SPSS version 21, utilizing multiple linear regression analysis. The findings indicate that rational motives have a positive and significant impact on purchasing decisions. Additionally, emotional and spiritual motives also significantly influence skincare purchasing decisions. Furthermore, the simultaneous test results confirm that rational, emotional, and spiritual motives collectively have a significant effect on the skincare purchasing decisions of Generation Z in Jambi City.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/42092</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.42092</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 305-310</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/42092/21942</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Tassya Fitri Ramadhani Tassya, Syahmardi Yacob, Musnaini Musnaini</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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